Digital marketing proved critical in promoting this 3 day live event.


SEMA is the premier automotive specialty products trade event in the world, held each Fall in Las Vegas, drawing an attendance of over 70,000 spectators. Castrol, a long time SEMA exhibitor and CSI client, asked us to design an experience to occupy their new 80x30 outdoor booth. Among the client's goals were increased dealer training and education, brand awareness, show promotion and engaging the audience at home with Facebook Live videos of a handful of scheduled in-booth interviews.


CSI launched a 4 week, pre-show, dark post campaign to build the audience and educate and promote the training, Facebook Live interviews, new technology and sponsorships on Facebook, Instagram and Twitter. CSI was involved in every aspect of this trade show experience, from designing the booth experience to producing and broadcasting 15 individual Facebook Live interviews over the course of the three day show. The biggest draw was the live broadcast of Adam Carolla and Matt D'Andria's CarCast podcast, however other interviews with drivers, sports celebrities and builders drew large crowds as well.

Results: 1.7 Million Impressions; 443,909 Video Views; 4,498 Interactions, resulting in the most successful and interacted with SEMA in Castrol's history.

(Photo at right copyright CarCast. Used with permission.)

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